What are User Events and how do I use them?

User Events are the "digital footprints" left by your visitors as they navigate your website. They represent specific interactions, like clicking a "Free Trial" button, downloading a PDF, or reaching a specific milestone in your app—that help you measure engagement and understand the customer journey.

When creating an event, it is vital to Add a Description that briefly explains what the event tracks. This description serves a dual purpose beyond keeping your internal team aligned. It is specifically used to explain the context of the visitor behavior to the AI engine. This level of detail allows the AI to understand the intent behind the action, which is then used to intelligently incorporate those specific details into the automated nurture emails created for that lead. By providing a clear description, you ensure that the AI-generated communications feel personalized and relevant to the actual steps the visitor took on your site.

What is the purpose of User Events?

While standard tracking tells you who a lead is, User Events tell you what they are doing. By tracking these specific actions, you can:

• Monitor the User Journey: See exactly which steps a lead took before converting.
• Gauge Engagement: Identify which features or CTAs are driving the most interest.
• Optimize Conversions: Compare different event paths (e.g., "How many people who clicked a trial eventually signed up?") to see where your funnel is strongest.
• Trigger Automations: Use an event as a "Rule" trigger to send data to your CRM, post a message to Slack, or fire a custom Webhook.

How do I set up a User Event?

You can define and manage your events directly within the Bread & Butter dashboard:

• Navigate to Automation: Go to the Visitor Events tab in the left hand menu.
• Create New: Click the Create New button to define a new event.
• Assign an Event Code: Give the event a unique ID, such as trial_click. This code is what you will use in your shortcodes and code snippets or API to trigger the action.
• Customize the Display: Choose an Event Name and an Event Color. This ensures the event is easily identifiable when it appears on your Insights Dashboard and individual Lead timelines.
• Add a Description: Briefly explain what the event tracks. While this keeps your internal team aligned, its primary purpose is to clearly explain the specific visitor behavior to the AI engine. The AI uses this contextual detail to fully understand the action and seamlessly incorporate it into the personalized nurture messages created for that lead.

How do I trigger an event on my website?

Once an event is created and enabled in your dashboard, you can trigger it directly within your WordPress site, through a standard website integration using our JavaScript Library, or by using the Bread & Butter Client API.

WordPress Integration If your website is built on WordPress, implementing these triggers is incredibly straightforward and does not require a developer. You can easily add tracking to your pages and posts by using our dedicated shortcodes. Simply paste the shortcode containing your unique event code into your content area. Alternatively, if you are building your pages using the WordPress block editor, you can use our custom tracking blocks. This visual approach allows you to seamlessly drop an event trigger onto any page element so you can track specific visitor actions by simply configuring the block settings right from your WordPress admin panel.

Other Website Integrations For websites not using WordPress, you can utilize our JavaScript Library. If you are working with a developer, they can attach the trigger to specific UI elements like a button click using code snippets. This ensures that every time a visitor interacts with that element, the event is recorded in Bread & Butter instantly.

API Trigger For custom setups or backend tracking, you can use a direct API trigger. This method involves sending a request containing your app_id, device_id, and the unique code of the event you created directly to our system.

Can I disable or delete events?

• Disabling: You can uncheck an event in your list to stop tracking it without losing its historical data.
• Deleting: You can delete an event as long as it has never been triggered. Once a user has completed that action and data has been recorded, the event cannot be deleted to ensure your historical reporting remains accurate.